Kellogg is to cut the amount of sugar in its Coco Pops cereals in the UK as part of a revamp of the range that includes a new, healthier line aimed at kids dubbed Choc N’ Roll.

The US food giant said today (4 August) it would reduce the sugar in its Coco Pops stable by 15% by the middle of next year, cut the amount of sugar per serving to one-and-a-half teaspoons and remove artificial sweeteners.

The number of calories in each serving of Coco Pops would remain at 116, Kellogg said.

A revamped Coco Pops Moons & Stars will relaunch early next year, while the original Coco Pops, Coco Pops Mega Munchers and Coco Pops Rocks will go on sale with the new nutritional profile by the middle of 2011, the company explained.

“We’ve listened to what mums are saying and we’re responding. They want a balance: lower sugar cereals that children will still eat,” Greg Peterson, MD of Kellogg UK, said. “We’ve invested millions of pounds and thousands of staff hours over the last two years to make this happen and will do this without compromising the taste people love.”

The Choc N’ Roll line includes high fibre, wholegrain, lower levels of salt and sugar, and low saturated fat. Kellogg said the product passes the Food Standards Agency’s (FSA) nutrient profile.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“We’ve undertaken a huge effort to ensure this works, including investing two years in developing this food so it meets some of the most rigorous nutritional standards in the world,” Peterson said. “We’ve also priced it cheaper than any other branded chocolate cereal on the supermarket shelf and we’re spending GBP3m promoting it. It is now up to Mums to make their choice.”

Choc N’ Roll will have an RSP of GBP1.89 for a 350g packet.